Definition: Purchased goodwill and marketing assets

Category: SNA

Purchased goodwill and marketing assets represent the whole or part of the net worth of an institutional unit (§ 10.17).

When an enterprise, whether a corporation, quasi-corporation or unincorporated enterprise, is sold, the price paid may not equal the sum of all the assets less the liabilities of the enterprise. The difference between the price paid and the sum of all the assets less liabilities is called the purchased goodwill and marketing assets of the enterprise. The value may be positive or negative (or zero) (§ 12.34). http://ec.europa.eu/eurostat/ramon/statmanuals/files/SNA2008.pdf